Mobile gave rise to the on-demand economy. But voice search will fuel its future.
Google demonstrated how voice will form the foundation of an on-demand search ecosystem when Google announced the Google Assistant intelligent search tool at the company’s I/O event in May. Then Apple, at its Worldwide Developers Conference June 13, showcased a smarter and more ubiquitous Siri voice-activated intelligent agent for using our voices to do everything from order an Uber ride to make restaurant reservations. Both developments underscore how voice is rapidly shaping the way we research and buy in the moment.
In a June 7 blog post, I discussed how mobile triggered an uptake in on-demand living by making it easier for consumers to use their phones to quickly find things to buy and places to visit. Google calls these moments of rapid decision making “micro-moments.” Uber sensed the popularity of micro-moments by launching its now wildly popular service through which we use mobile devices to get rides when we want them. Amid Uber’s ascendance, businesses ranging from Amazon to Walmart have embraced various models of on-demand commerce.
Uber has become so pervasive that the company is changing our vocabulary.
In everyday settings, we use Uber as a verb (as in “I’ll Uber to the ball game tonight”). In business settings, we use the term “uberization” or “uberfication” to refer to companies creating on-demand services such as home delivery of groceries or healthcare on demand. The Uberization of our vocabulary is a perfect example of how technology enables a change in consumer behavior. Thanks especially to the uptake of smartphones and apps, consumers are making purchasing decisions faster, and we’re expecting businesses to respond on our terms. The Uberization of our own consumer behaviors explains why Amazon has been embracing the use of automated drones to deliver goods faster and why brick-and-mortar businesses ranging from Nordstrom to Walmart are partnering with ride-sharing services to offer home delivery as well.
But is an on-demand world a happier one?
Walmart on Demand
On June 2, Walmart’s Chief Operating Officer Michael Bender announced that the $482 billion brand is piloting a grocery delivery program in select markets. Customers using the service will place grocery orders online and designate a delivery window. Walmart personnel will prepare their orders and may have a ride service such as Deliv, Lyft, or Uber deliver the items to the customer’s door. Customers will pay a delivery fee directly to Walmart as part of their online order rather than fuss with paying a driver along with the grocery order. If the process works as Walmart intends, customers will be able to order what they want online once, and all the prep and delivery will occur behind the scenes. As noted on Walmart’s blog, Sam’s Club has been piloting a similar program in Miami since March.